What are Mailshots? Your Comprehensive Guide

What is a mailshot?

Let’s start with the basics. What exactly is a mailshot?

A mailshot is a direct mail communication. Typically sent to large groups of people (often customers or potential customers), mailshots are packed with exciting updates, offers, and goodies from brands eager to share their latest and greatest.

People tend to think of mailshots as coming through the post, and that’s often the case. But while traditional mailshots still hold their charm, digital mailshots can also be sent directly to people’s inboxes. Indeed, savvy marketers often combine the power of print and pixels to maximise engagement and results by getting in front of people wherever they are.

Nevertheless, despite a rise in the availability of digital channels, there’s something about holding a tangible piece of mail in your hands that still packs a punch. According to Market Reach, 90% of campaigns that included physical mail saw an increase in new customers, compared to 59% of those without.

And get this: for every pound spent on advertising mail, businesses see a whopping £14 return on investment. Physical mailshots sent through the post aren’t just delivering messages; but results.

Nevertheless, most businesses use mailshots to advertise their products or services and have one goal: to get you to do something. Whether that’s:

• Clicking through to their website
• Tapping that follow button on social media
• Making a beeline for their store or event
• Contacting them to learn more
• Handing over your all-important contact info

But, before achieving any of the above, mailshots must first engage and compel the recipient to act. To inspire clicks, calls, and purchases, your mailshot must stand out in an otherwise mundane letterbox.

Do mailshots still work?

Yes! Mailshots remain a highly effective marketing tool, when used independently or in conjunction with other marketing channels. While the earliest examples of direct mail marketing can be traced back to ancient civilisations, their lasting power is the main reason why they remain popular with B2B and B2C brands of all types and sizes.

Long before the advent of the printing press in the 19th century, handwritten papyrus scrolls were used to send advertisements and announcements to residents in ancient Egypt. While, in medieval Europe, town criers announced public notices, proclamations, and commercial messages in town squares and marketplaces.

Fast forward to today, and the humble mailshot has stood the test of time. So, rather than grasping at the next big thing, why not turn to this tried-and-true method to cut through the noise and connect with your audience in a personal, meaningful, and effective way?

The numbers speak for themselves!

• A whopping 95% of mail is engaged with and has some form of physical interaction from consumers. (JICMAIL)
• Direct mail has a 29% ROI compared to 23% for Paid Search and 16% for online display. (Statista)
• The proportion of direct mail that is driving web visits is growing 50% year-on-year. (DMA)
• Younger generations are the most enthusiastic about the usefulness of direct marketing with 85% finding it useful. (DMA)
• 70% of consumers feel that direct mail is a more personal form of communication than online interactions. (Fundera)
• Around 57% of Millennial respondents have acted upon direct mail offers while 70% of Gen X consumers feel that mail is a more personal medium than online digital communications. (USPS)
• 78% of B2B marketers agree their analogue touchpoints (e.g., direct mail) have been performing better than they had a year ago. (Forrester Opportunity Snapshot)
• 81% of B2B marketers agree that they personally are very likely to open a package at work or in a work context {Direct Mail for the Digital Age}

6 reasons why mailshots remain a valuable strategy for brands

It’s all too easy to get caught up in the chaos of online marketing tactics. From social media ads to email campaigns, the pace of change is relentless. But amidst a flood of emails, social media chatter, and online ad interference, savvy businesses are capitalising on the timeless power of this classic marketing gem.

Smart companies understand the unique advantages mailshots offer and continue leveraging them as part of their marketing strategies.

1. Highly TargetedWith advanced data analytics and segmentation tools, businesses can precisely target their mailshots to specific demographics, locations, or customer segments.

   By reaching the right audience with the right message at the right time, companies can maximise the impact of their marketing efforts.And, with targeted mailshots boasting higher response and conversion rates compared to impersonal marketing approaches, this is now the intelligent and cost-effective choice.

   Studies show that targeting customers one-on-one can increase your direct mail ad response by almost 50%. So invest in mailshots and your bottom line will thank you later.

2. Strong Response RatesPhysical mailshots demand attention and can’t be easily scrolled past or ignored. When recipients hold a well-designed and eye-catching mailshot in their hands, they’re more likely to engage with the content and remember the message.

   And the stats back this up, with 30% of mail prompting commercial actions from consumers such as purchases, voucher redemption, website visits and store footfall.

3. Cost EffectiveMailshots can be highly cost-effective compared to online marketing. Because they offer impressive engagement rates and ROI – especially when you use data to inform your campaigns and spend your money where it is likely to deliver the best results – direct mail is a compelling option for businesses.

   Why throw money at every marketing channel under the sun when you can invest smartly in direct mail and watch your ROI soar?

4. Highly PersonalOne of the most compelling aspects of mailshots is the ability to customise the content for each recipient. Businesses can forge deeper connections with their audience by addressing individuals by name and tailoring the message to their interests and preferences.

   And by showing that you’ve taken the time to understand each customer’s needs and interests, you’ll build trust and loyalty. That’s the power of personalisation.

5. Measurable ChannelOnce you’ve unleashed your latest mailshot campaign into the wild, it’s time to sit back, grab a cup of coffee, and watch the magic happen. But how do you know if your campaign is hitting the mark? Cue the metrics!

   Measuring the success of direct mail campaigns is easy. Response rates provide insights into how engaged your audience is, while conversion rates tell you how many people are making the leap from curious browsers to loyal customers.

6. History of SuccessAs mentioned, the art of direct mail marketing has been weaving its magic through the ages. And while techniques have evolved and adapted with changing technologies and consumer preferences, the fundamental concept remains unchanged.

   At its core, direct mail is still about reaching out, cutting through the noise, grabbing attention, and leaving a lasting impression. The story of direct mail has stood the test of time.

Common types of business mailers

Business purchasers don’t make decisions lightly, so how you communicate with potential buyers matters. In response, B2B marketers across the UK are using mailshots to inspire trust at the various stages of the buyer journey.

One of the biggest advantages of direct mail is its ability to target specific audiences, guiding potential customers from curiosity to conversion with each carefully crafted message.

But it’s not a one-size-fits-all solution. You need to deploy different types of B2B direct mail at various stages of the sales funnel to nurture leads, build relationships, and drive conversions.

1. PostcardsPostcards are great for quick messages, promotions, or event invitations. Easily scannable, visually impactful, compact, and cost-effective, B2B postcards are perfect when you want to make your message stick. Even better, an impressive 51% of recipients find them downright useful. {Data & Marketing Association}
2. LeafletsLeaflets provide B2B businesses with a tangible and immersive way to get in front of potential customers. Great when you want to highlight specific products or promote time-sensitive offers, leaflets are far more likely than emails to be kept and shared, and less liable to end up in the bin.
3. Enveloped LettersNothing says personalisation quite like a letter. Fantastic when forging genuine connections with recipients, the timeless appeal of a well-crafted letter remains unmatched. Effective for conveying detailed information, addressing specific concerns, and initiating one-on-one conversations, the pen is still mightier than the email!

5 tips on creating a business mailer campaign

A killer mailer campaign takes more than some flashy graphics and catchy slogans. There’s a raft of fundamentals to a profitable mailer campaign, and if you want yours to succeed, you need to consider them all.

From design and messaging to timing and targeting, each element plays a crucial role in driving action and getting results.

Here are just some of the essential best practices that’ll elevate your next business mailer campaign:

1. Create a target mailing listWhen sending mailshots, customer data is one of your most important assets. Ensuring that your communications reach those individuals or businesses most likely to be interested in your products or services, the better your mailing list, the more positive the response rate will likely be.

   TOP TIP: Remember to check, refine, and update your mailing list before every mailshot campaign.

2. Choose your mailing formatIt is essential to select the proper mailing format to engage recipients and encourage them to respond.For example, postcards are perfect when it comes to raising brand awareness and initial engagement, but not so great when you want to nurture existing B2B leads with detailed information that addresses all your recipient’s pain points.
3. Create an irresistible offerYour mailshot must make the recipient want to do something (other than put it in the bin!). Creating an irresistible offer starts with understanding your target audience’s needs, preferences, and concerns.Once you know who you are talking to, you can tailor your mailshot to address their specific challenges or desires. And it never hurts to include incentives or create a sense of urgency to encourage action!
4. Use high-quality design & printThere’s no point in creating a fantastic mailshot if your printer lets you down. Quality printing ensures your message is clear and easy to read. And, of course, a well-printed mailshot will stand out in a crowded letterbox and is more likely to be retained or shared.
5. Track and analyse the resultsBy implementing tracking mechanisms into your mailshots, you can effectively measure the success of your campaigns and gain valuable insights into what worked and what didn’t. Just remember to use this understanding to optimise and improve current and future mailshot campaigns.

Send your mailers with Blue Market Media

In 2024, direct mail is a powerful and cost-effective way to market your business. Whether you are a high-growth eCommerce brand or a national charity, maildrop marketing is your ticket to reaching a broad, but targeted audience with laser precision.

Not just another run-of-the-mill mailing house, Blue Market Media is helping successful brands with all their mailshot requirements. From crafting the perfect strategy to designing eye-catching mailers, personalising every last detail, and handling all the nitty-gritty logistics, we’ve got you covered.

By diving deep into the unique challenges faced by each of our clients and tailoring our approach to fit, we’ve helped generate a jaw-dropping £60 million in revenue for our customers.

So, what are you waiting for? If you’re ready to turn prospects into loyal customers and watch your business soar, give us a call today on 020 3538 9753. Your success story starts with Blue Market Media.